Ever worried why youth are shuffling between brands so frequently and the obvious cry that this generation is “not loyal”? Tiered of their low attention span?... the critiques jumping in conclusion that youth are not ‘serious’ cause they ends up any potential revolution with ‘nothing’ and suddenly shifts their attention to ‘something else’ (ie. The sudden hibernation of anti -corruption movement, anti -rape protests etc.)… confused, why they shifts their jobs so often?
Here’s one reason that might answer few concerns. This generation of Millennial (born after 1980) are basically an Experiential generation who seeks ‘experiences’ from anything and everything. Maslow’s higherarchy of need no more remains valid! The need shifts to having the ‘feel’ of it, rather than ‘be loyal to it / doing it in long term’. The experience of ‘being right there’ and ‘having it at the right moment’ matters most. The phases of experience are depicted below.
The overflow of opportunities to gain experience/ information/ intimation/ clues etc. (which can be as simple as ‘sharing a cup of coffee with a date’, ‘shaking hand with xxx’, ‘gathering likes in facebook’, wearing a brand till the peers utter ‘ah that’s so zombie’ or just a new app to download) makes it easy to select the best and then ‘experience it’ ( to have a voyeuristic overview while others are using / doing it, doing it oneself...experience it, actually and then have a post experiencial hangover to talk/criticize/ relish) to shuffle again for the newest one… this cycle of experiences not only implies to product usability but also in their lifestyle, relationship, AIOs and peer clusters.